DRTV and video-enhanced websites act like an integrated closed circuit for selling a product, driving retail, generating leads, and acquiring customers.
Here are some recommendations that we've found to be useful in finding the optimum mix of television and online video.
The "yell-and-sell" TV ads from the early days of direct response haven't gone away. But DRTV advertising is evolving as much as other marketing channels.
The U.S. Hispanic market is growing by leaps and bounds—so why haven't many advertisers determined a way to reach out to it yet?
DRTV promoters and advertisers try a digital response alternative to phone numbers and URLs that can link them directly to the sale.
A clear message and call-to-action prompts double-digit increases in inquiries for the financial services website.
The marketing strategy behind Pajama Jeans—which includes DRTV spots, celebrity endorsements, social media, and content marketing—is emblematic of the way the company surges forward in a multichannel world.
As a response mechanism for a DRTV spot, is the old-fashioned 800 number better than the new URL?
A self-proclaimed media agnostic, InterMedia Advertising's president and CEO, Robert Yallen, says there's one channel he discourages marketers from integrating into their DRTV spots: social media.
A multichannel approach provides a clearer picture of DRTV's potential.
As we head into the long weekend, direct response marketers have something to be thankful for. Microsoft has acquired video search company Videosurf, both companies said Nov. 22. The $70 million acquisition signifies an investment by a major player in enabling consumers to "search, discover and watch online videos," according to a ZDNet description of Videosurf's capabilities.
Usually, the TV direct-response advertising beat does not involve terms like "kickbacks" or stories about payments delivered in briefcases.
SunSetter Awnings, a retailer of awning products and backyard accessories, wanted to create a direct response TV campaign that would drive consumers to purchase products over the telephone, on the company's e-commerce site, through Costco.com, or from the company's network of 500 authorized dealers.
Marketers are integrating their DRTV strategies with online tactics to grow consumer response and improve measurement capabilities .
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